7 Online Assets Your Local Business Needs to Survive the Coming Years by Mary Bowling

7 Assets Your Local Business Needs to Ensure Success
— by Mary Bowling

It's extremely
difficult to keep up with all the changes, especially with what feels like an ever-accelerating pace of
change in Local Search. The harsh reality is that those businesses unwilling to make the investment to keep up with
the shifting nuances of local search will most assuredly be
left behind. Here are seven essential online assets that your local business needs to get in place in 2014 if you
expect to still be in business in 2016.

1. Excellent User Experience

One of the biggest changes in search over the past few years has been searchers themselves. They've become much
savvier at zeroing in on exactly what they want to find online. They've also developed high expectations of
being
able to accomplish certain tasks online. For example, customers expect to be able to accomplish most of their
banking needs
online, set up their dentist appointments, pay their utility bills and even check their children's grades in
real time.

The Web sites that don't immediately satisfy the wants and needs of their users are quickly abandoned, while
those that provide
great user experiences earn repeat visits, longer and deeper browsing, email harvesting and more opportunities
to gain
conversions.

$83 million a year is lost on the Internet because of poor user
experience.

I'm sure you have your own stories about broken links, huge drop-down navigation lists, monstrous forms,
frustrating shopping carts
and worse. Most of us (and our employees and families) are too emotionally involved
and too
familiar with our own Web sites to be good judges ...

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